"use storytelling as a strategic business tool" by maria mocerino
TRANSCRIPT
USE STORYTELLING AS A STRATEGIC BUSINESS TOOL
BY MARIA MOCERINO#TFWORKSHOP
TheFamily
code: lamifasisi
WIFIWIFI
DISAGREE ON TWITTER!
#TFWORKSHOP
#TFWORKSHOP
USE STORYTELLING AS A STRATEGIC BUSINESS TOOL
MARIA MOCERINOPUBLIC SPEAKING COACH
S T O RY T E L L I N G S T R AT E G Y
You can deliver any message inside, if the Trojan Horse
—or vehicle of the message— is a story.
ONE IN A MILLION
DATA CAN PERSUADE PEOPLE, BUT IT DOESN’T INSPIRE THEM TO ACT. YOU NEED A STORY THAT FIRES THE IMAGINATION AND STIRS THE SOUL.
CREATES AN EMOTIONAL CONNECTION BUT ALSO CONTENT FOR YOUR MESSAGE.
LOOKING THROUGH THE EYES OF YOUR AUDIENCE.
SUCCESS STORIES WILL BE ASSOCIATED WITH YOU.
ENTERTAINMENT
WITH
EMOTION.
HONEST and HUMAN.
WE’RE ALL STORYTELLERS
STORIES TURN ON OUR BRAIN
B R A I N P O W E R .
WE DO NOT HEAR STORIES.
WE EXPERIENCE THEM.
WE REMEMBER STORIES
NOT FACTS.
W E L O O K F O R S T O R I E S .
W H AT I S A S T O R YW H AT I S A S T O RY ?
C O N T E X T
W H E R E A N D W H E N ?
W H O I S T H E M A I N C H A R A C T E R ?
W H AT D O E S H E / S H E WA N T ?
W H O A N D W H AT I S I N T H E WAY ?
A C T I O N
C O N F L I C T S
P R O B L E M S
FA I L U R E S
L E S S O N S L E A R N T
U N I V E R S A L *
R E S U LT
Y O U R M A I N C H A R A C T E R S FAT E ?
W H AT D I D W E L E A R N ?
W H Y D I D Y O U T E L L T H I S S T O R Y ?
F I N D I N G Y O U R
S T O RY.
W H AT A R E Y O U O F F E R I N G ?
W H AT D O Y O U R C U S T O M E R S W A N T ?
W H AT M A K E S Y O U D I F F E R E N T ?
F I N D Y O U R H O O K
M AT C H T H E S T O RY
B L O G G I N G P O D C A S T S V I D E O S E M A I L M A R K E T I N G M E D I A I N T E R V I E W S S P E A K I N G I N F O G R A P H I C S P R E S E N TAT I O N S S O C I A L M E D I A P R O D U C T S / C O U R S E S
S T R U C T U R E
G O L D E N C I R C L E W H Y H O W W H AT
N I K E ’ S M I S S I O N S TAT E M E N T:
“ T O B R I N G I N S P I R AT I O N A N D I N N O VAT I O N T O E V E R Y AT H L E T E * I N T H E W O R L D . "
C O C A C O L A’ S M I S S I O N S TAT E M E N T:
T O R E F R E S H T H E W O R L D … T O I N S P I R E M O M E N T S O F O P T I M I S M A N D H A P P I N E S S … T O C R E AT E VA L U E A N D M A K E A D I F F E R E N C E . ”
H E R O ’ S J O U R N E Y
JOURNEY TO SUCCESS STARRING: AGRICOOL.
IDENTITY: WHO WERE YOU WHEN YOU STARTED THIS JOURNEY?
TURN AGAINST THE STATUS QUO: WHAT DID YOU WANT TO CHANGE ABOUT YOUR IDENTITY/WORLD?
STRUGGLE:
WHAT DID YOU STRUGGLE AGAINST AS YOU STARTED TO CREATE CHANGE?
INSIGHT:
WHAT UNIQUE TOOL OR INSIGHT DID YOU GAIN THAT MADE OVERCOMING THIS CHALLENGE EASIER?
RESOLUTION: Who are you today and who do you serve?
S PA R K L I N E S
W H AT T H E W O R L D C O U L D B E .
S T E V E J O B S : 2 0 0 7 I P H O N E S P E E C H
WHAT IS INTERESTING ABOUT HOW YOUR COMPANY WAS FOUNDED?
WHAT PROBLEM ARE YOU TRYING TO SOLVE?
WHAT INSPIRED YOU TO START YOUR BUSINESS?
A-HA MOMENTS!
HOW HAS YOUR BUSINESS EVOLVED?
B R A I N S T O R M .
Stories evolve with us.
WHEN YOU GOT THE MIC
C O N T E X T WHERE IS THIS HAPPENING?
WHAT IS IT? Pitch, Presentation
W H O
A R E Y O U TA L K I N G T O ?
W H AT D O Y O U W A N T T H E M T O D O ?
H O W Y O U G O N N A D O T H AT ?
GAMEPLAN
H AV E A N I N T E N T I O N .
T O S E D U C E T O E D U C AT E T O C A R E S S T O T E A S E
TA C T I C S
C A S T T H E R I G H T C H A R A C T E R S
W H AT D O Y O U WA N T T H E M T O R E M E M B E R ?
“Today, Apple is going to reinvent the phone, and here it is.”
“So, we’re gonna reinvent the phone.”
“We wanna reinvent the phone.”
“You’ll agree, we have reinvented the phone.”
“Today Apple is reinventing the phone.”
S E N S O RY T R I G G E R S
H I T T H E F I V E S E N S E S
D O N ’ T S AY E V E RY T H I N G
B E A U T H E N T I C
W H AT A R E T H E Y E X P E C T I N G ?
T I P S
L I S T E N , A C T I V E LY.
P R A C T I C E
K E E P A N O T E B O O K O F S T O R I E S .
H AV E F U N .
QUESTIONS?
ENTREPRENEURIAT & CONTRAT DE MARIAGE : AVEZ-VOUS PENSÉ À TOUT ?
MARCH 21ST - 12:30PM
REGISTRATION VIA MEETUP.COM
NEXT EVENT
SEE YOU SOON!
LOVE.
THEFAMILY.CO___
___